Direct Relief achieved their annual donations target in just one month

How do you connect with a global audience when you're this smaller-sized nonprofit, With limited resources? This is a daunting question facing most nonprofits that are looking to help and connect with people on a global scale.

With no budget limited human capital Direct Relief found a way to develop and better leverage their online presence with the help of Google Ad Grants, a programme that awards free AdWords advertising for up to $10,000 per month to qualified non-profit organisations.

"Monthly traffic to our website had grown more than 2,000 per cent, from 9,000 to 200,000 visitors in just two months"

In 2003, Direct Relief's staff of 27 was efficient and effective at delivering aid to people in need, but it didn't have the budget or the human capital to invest in other functions. They had a basic website and were getting about 9,000 visitors a month but wanted to develop and better leverage their online presence. They previously had never done any advertising and were hesitant to try online advertising because they didn't have the funds to do it.

Then they learned about Google Ad Grants, a programme that awards free AdWords advertising of up to $10,000 per month to qualified nonprofit organisations. The grant structure relieved the financial barrier and all that was needed was the investment in time to learn how the program works and how best to leverage it.

AdWords enables organisations to advertise on Google by developing a campaign consisting of ads and keywords that are related to their offerings. When people search on Google using one of these keywords, the organisation's ad may appear next to the search results. Using AdWords, non-profit advertisers can inform and engage their constituents online.

Direct Relief launched their first AdWords campaign in August of 2003, two months later, monthly traffic to their website had grown more than 2,000 per cent to 200,000 visitors. The campaign's impact was immediate and exponential. Before their Google Grant, the most successful online fundraising year had been 2001, when they had received $56,000 in donations. In December 2003, they received $59,000 in online donations. In that one month, exceeded the best previous annual online total.

"AdWords quickly became one of our most powerful communications tools and most efficient funding channels... One donor, who found us online because of Google AdWords, gave us a significant donation and additional funds to redo the website" (Annie Maxwell COO, Direct Relief International)

About Google Ad Grants

Google Ad Grants is a unique in-kind advertising programme that provides free Google AdWords text advertising to selected non-profit organisations. The programme harnesses Google's products, technology and resources to support groups that share Google's philosophy of helping the world through community service in areas such as science and technology, education, global public health, the environment, youth advocacy and the arts. To date, grants have been awarded to thousands of nonprofit groups whose missions include animal welfare, literacy, supporting homeless children and HIV education.

"Over 17,000 nonprofit organisations are already signed up this program. It’s a no brainer for you to join too."

How to join Google Ad Grants for Nonprofits?

Your first step is to become registered with Google for Nonprofits. Once you've been accepted into the program, you can apply for the Google Ad Grants, if you're stuck we can help you set this up.

If you want to start using Google Ad Grants to raise you online awerness, then please contact us on 020 3021 4854 or email nonprofits@workcloudsolutions.com, Good luck and enjoy your free Google ads!